Client News > Release

29-04-2010

DON’T FORGET TO REHYDRATE AT HALF TIME - drinkaware.ie REMINDS MUNSTER & LEINSTER FANS AHEAD OF WEEKEND SEMI-FINALS

April 29th 2010: Don’t forget to rehydrate at half time is the message from drinkaware.ie to Munster and Leinster supporters heading out to their local pubs to watch this weekend’s Heineken Cup semi-finals.

At half time in the matches on Saturday and Sunday, Kielys in Donnybrook and Nancy Blakes in Limerick will give out free bottles of Deep RiverRock mineral water to rugby supporters, reminding them of the importance of pacing their alcoholic drinks with water. This drinkaware.ie initiative is being supported by Coco-Cola HBC Ireland.
 
Fionnuala Sheehan, drinkaware.ie Chief Executive said: "This initiative is designed to encourage people watching the rugby matches in their local pub to take responsibility for their drinking and manage it by interspersing their alcoholic drinks with water or soft drinks. Adopting this simple strategy will slow down the pace of your drinking and help you to drink moderately. It will also help you to remain well hydrated and to feel better the following day".

In March, drinkaware.ie launched a new, hard-hitting TV advertisement (Rethinking Our Drinking) designed to promote a culture change in people’s attitude to alcohol abuse and to promote a re-appraisal of some drinking behaviours and the damage they can cause to innocent third-parties.

As part of this campaign, consumers are encouraged to adopt simple practices to manage and moderate their drinking. One strategy is to pace one’s drinking with water or soft drinks. The message is that mixing your drinks is not always a bad idea, once the mixer is a glass of water or soft drink.